A Meta-analysis of Variables Related to Cosmetic Purchasing Behaviors of New Seniors

뉴 시니어의 화장품 구매행동 영향변인에 관한 메타분석

Here, we aimed to determine, using meta-analyses, the relative importance of factors influencing cosmetic purchasing behaviors. Specifically, effect sizes were compared for studies that included and excluded consumers aged in their fifties to identify and rank factors that have a major impact on the purchasing behavior of new seniors-individuals who have recently emerged as an important consumer group in the cosmetics market. To this end, 77 Korean journal articles, and masters and doctoral theses with cosmetic purchasing behavior as a dependent variable published between 2008 and 2017 were selected, and effect sizes of correlation coefficients were calculated for relevant variables. The study findings are as follows. First, the total effect size for factors influencing purchase behavior of cosmetics was slightly larger than medium and was statistically significant. Second, mediators, age, gender, item, price, and source were found to have statistically significant effect sizes. Third, for studies that included consumers aged in their fifties, user attributes and brand attributes were identified as important variables that were more influential at the purchase intention stage than the purchase stage, suggesting an age-group effect on cosmetic purchasing behavior. By identifying factors influencing cosmetic purchasing behaviors using a comparison of studies with and without consumers aged in their fifties, there appears to be significant implications for cosmetic marketing strategies aimed at new seniors.